Alice.com operates a retail platform that enables consumer packaged-goods manufacturers to sell directly to consumers rather than through traditional retailers. Consumers create household profiles (adults, kids, babies) and the site tracks supplies, emails reorder reminders, and ships items in a single 'Alice' box with no shipping costs. The marketplace hosts more than 600 manufacturers and thousands of household brands, including Kellogg’s, Slim-Fast, BIC, Seventh Generation, 3M, Ecover and Solo Cup. Alice says it has seen a 200% increase in the number of direct-to-consumer online storefronts its platform powers over the past year. Last year the company merged with Spanish company Koto.com, launched in Spain, and plans to debut sites in Germany, France, Italy and the United Kingdom in 2012 and 2013. The company has raised $18.2 million to date and says it will use its latest funding to enhance consumer offerings through site advancements and new features. Alice.com operates a retail platform for household goods that launched in June and bundles customer purchases into a single 'Alice' box delivered to the door with no shipping costs. The consumer experience includes household profiles (adults, kids, babies) that trigger low-stock email reminders and simplify reordering. The company recently launched a free iPhone app that lets users shop, maintain ongoing product lists, view price comparisons, product ingredients, customer reviews, and find coupons and daily deals. On the supply side, Alice.com enables consumer packaged goods manufacturers, such as Procter & Gamble, to sell directly to consumers rather than through traditional retail channels. Financially, the startup received a $6 million infusion from private investors in addition to a prior $4.3 million Series A, for $10.3 million in disclosed funding. Co-founders Brian Wiegand and Mark McGuire are serial entrepreneurs who have sold multiple companies, including Jellyfish to Microsoft. Alice.com Inc. is a Middleton-based online retail platform that connects manufacturers and consumers in the consumer packaged goods (CPG) market. The company's core product is an online platform facilitating direct connections between CPG manufacturers and end consumers. According to SEC filings, Alice.com raised more than $4m in venture capital funding early in September. FinSMEs reported the raise on September 23, 2009. The reported information in the article is limited to the fundraising and the company's market focus. Alice.com is a stealth startup building an open online retail platform focused on consumer packaged goods and household essentials. The founders say the service will connect manufacturers (toothbrushes, toilet paper, trash bags, etc.) directly with end consumers. They claim the model will be unique in how goods are ordered and distributed and in how CPG companies can target, incentivize and personalize offers. The company cites Amazon and Drugstore.com as primary competitors. Alice.com plans a closed beta in January and a public launch in March 2009. Financially, the founders have purchased the alice.com domain for $250,000 and have raised external capital to support launch.

Total raised

$18M

Funding rounds

4

Latest round

Equity

Latest activity

Jan 2012